The way people make decisions impacts their path to purchase. And understanding the moods and motivations behind people’s choices leads to smarter segmentation.
2. 2
Decision Dynamics
Some decisions are
easy. Some are
painstakingly hard. The
rest fall somewhere in
between. Where do your
category and brand fit
in? Knowing will allow
you to influence the
consumer decision.
Halverson Group can
help you find out.
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4. 4
Decision Dynamics
The way people make decisions impacts their path
to purchase. And understanding the moods and
motivations behind people’s choices leads to
smarter segmentation.
How do we know? We did the research.
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5. 5
Decision Dynamics
1. The EFFORT put in
2. The role of HEAD versus HEART
3. The COMPLEXITY of the decision
4. The RISK of a wrong decision
5. Whether the goal is to stay or get out of your COMFORT ZONE
6. The amount ENJOYMENT you get out of the process
We crunched our
R&D data to identify
the six factors that
drive every
decision.
7. 7
Decision Dynamics
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming Music Services
Jeans
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
We then classified
how people feel
about particular
purchases, from car
insurance to
chewing gum.
“I’m going to
give this a try
—if it doesn’t
work out, no
big deal.”
“This is so
exciting. I
can’t stop
talking about
it!”
“The stakes
are high. I
don’t want to
screw this
up.”
“I’m fine with
doing what I
always do—
not going to
overthink
this.”
8. 8
Decision Dynamics
High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming Music Services
Jeans
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
Because how
people
feel predicts touch-
point engagement.
And understanding
how people feel is key
to delivering the right
message at the right
time. High heart +
low-effort =
more likely to
tell a friend
than post to
social
High effort +
high heart =
more social
media posts
post-
purchase
High effort +
high head =
actively
seeking
expert advice
online
Low effort +
low head =
might be
swayed by a
coupon
11. 11
Decision Dynamics
DECISION DYNAMICS
11
By making sense of how people make
decisions, we are able to clarify a confusing
omnichannel world for our clients. Our
research has allowed us to help brands:
• Classify consumers’ intensity about certain decisions!
• Prioritize touch-points with the greatest ROI!
• Create a blueprint for success!
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12. 12
Decision Dynamics
Our deep understanding of decision dynamics informs
two of our client offerings:
Jobs to Be Won™ (our unique approach to segmentation)
Choices™ (our unique approach to journey mapping)